Users aren’t abandoning their use of the app.
As marketers continue to look for ways to engage with their audiences in the digital world, it comes as no surprise that despite the headlines and privacy questions, brands continue to pour their ad dollars into Facebook services in order to reach their audiences at scale. At the same time, users are also not abandoning their use of the app. Social media has become a habit with consumers. As such, they are asking Facebook to improve its platform in regards to privacy vs. changing their own habits.
Our data shows that marketers looking to drive value for their businesses via digital marketing find more value in terms of scale and audience engagement from Facebook and its suite of services than from competing platforms. With 2.7 billion monthly active users, Facebook’s family of apps is still where most consumer-to-brand engagement happens online.